Is YouTube an appropriate platform for B2B video marketing?

YouTube may be great for engagement, eyeballs and the obligatory egregious cat video. But is it appropriate for businesses? Nideo CEO Roy Kimani states his case to MarketingTech

Type ‘YouTube for business’ into any search engine and you get a litany of links to blog posts showing a dazzling array of tips on how to improve your video.

But what these articles tend not to address is the bread and butter side of B2B video: the HR training guides for new employees; the CEO assessing the landscape after the...

By James Bourne, 30 July 2013, 0 comments. Categories: Video & Audio Marketing.

Udozi: Linking e- and m-commerce with the traditional high street

MarketingTech spoke with Alan Gabbay, CEO of commerce technology provider Udozi, on his mobile and social strategy, how his company differs from the rest and making sure the high street doesn’t die

The death of the high street has long been predicted. With 20 stores being shut per day in the UK, the rise of e-commerce and, more recently, m-commerce is largely seen as the stake through the high street’s heart.

Not so, according to Alan Gabbay. The effusive CEO of up-and-coming product search finder...

By James Bourne, 24 July 2013, 0 comments. Categories: E-Commerce, Social Media Marketing.

#RoyalBaby: Analysing the social impact so far

It was almost inevitable that, when the time came, the royal baby’s first moments would completely saturate online, social and traditional media in the UK with almost blanket coverage.

From speculation about the sex to speculation about the name, there appeared to be plenty to discuss. And, according to social analytics provider Crimson Hexagon, the vast majority of social media posts were of a humorous nature.

Given that at 0730BST on July 22, a 45 word statement was issued to media outlets announcing...

By James Bourne, 23 July 2013, 0 comments. Categories: Data-driven marketing, Publishing, Social Media Marketing.

Social media ROI: How to turn social coverage into a sale

Why should companies have a social media presence? Anybody reading this worth their salt should have their heads filling with answers, from increasing brand engagement, to providing a quicker customer service outlet to simply getting more customers.

Yet it’s this element, of how social media can directly affect the bottom line, which is often the most elusive.

To counteract this, Vision Critical has just released a paper which examines all the key social players, their strengths, weaknesses and...

By James Bourne, 22 July 2013, 0 comments. Categories: Campaigns, Social Media Marketing.

SunZu CEO Lyndon Wood on being “business first” in social

Lyndon Wood, CEO and founder of business social network SunZu, chats to MarketingTech about how SunZu differs from LinkedIn, finding your niche and going mobile

Hands up who out there remembers Ecademy? Founded in 1998, it was one of the original online networking portals and, before the advent of the social networks we know and love today, had a large influence and marketshare.

Those days have passed, however, and things have changed. Last year, Welsh entrepreneur Lyndon Wood bought Ecademy “in...

By James Bourne, 15 July 2013, 1 comment. Categories: Social Media Marketing.

Facebook tops one million active advertisers

Facebook has announced on its company blog that it has surpassed one million active advertisers on the social network.

This appears an excellent announcement to make hot on the heels of the social giant’s IPO first anniversary, with 1.2 billion connections noted between people and local businesses in the EU.

Whatever you think of Facebook ads, be it from the end user or the company’s perspective, it’s clear that they certainly are working and represent good value for...

By James Bourne, 20 June 2013, 0 comments. Categories: Advertising, Social Media Marketing.

Real time bidding mobile ad spend up 275% says Adform

These days, just putting up an advert and expecting it to do the business and bring the clicks in isn’t enough. From rich media to cost per action and real time bidding (RTB), these more innovative advertising methods continue to fragment the marketplace.

And according to Adform’s latest RTB report, the amount spent on real time bidding advertising solutions went up to an all time high. This is particularly impressive given the traditional post Christmas slump of January and February, with March...

By James Bourne, 14 June 2013, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Programmatic.

Lessons learned from lesser known social media disasters

It’s a tricky situation to be in. Companies require a constant presence on social media – and if you get it wrong just once, then it’s more than likely your error will be magnified and your reputation ruined.

Yet for the high wire balancing act of corporate social, there’s certainly help out there. Adobe’s head of social consulting, Jeremy Waite, recently published

By James Bourne, 13 June 2013, 0 comments. Categories: Branding, Social Media Marketing.

Jean Michel Jarre: YouTube not bad guys in artist rights debate

For many people, the idea of browsing YouTube to listen to music for free is almost second nature. Even when some videos get whacked, the sheer amount of uploads per day makes it impossible for the big labels to keep up.

The issue of an artist’s intellectual property has therefore been a thorny one for the past 10 years. Yet, for Jean Michel Jarre, speaking at the biennial World Creators Summit in Washington DC earlier this week, all artists, not just musicians, need to speak up for their rights –...

By James Bourne, 07 June 2013, 0 comments. Categories: Branding, Publishing, Search Marketing, Video & Audio Marketing.

Four reasons digital publishing brands should embrace the tablet

With the publishing industry in the midst of change, magazine proprietors are faced with a dilemma. Do you keep ploughing a furrow in print; do you throw everything into going digital; or do you go somewhere in between?

The answer, of course, is usually the latter. But there’s also plenty of evidence out there to suggest that publishing brands simply have to utilise the tablet effectively – and not just viewing the magazine’s site through a web browser.

For some magazines, of course, it’s too late....

By James Bourne, 03 June 2013, 0 comments. Categories: Campaigns, Video & Audio Marketing.

Analysing Facebook's IPO one year on

A year has passed since Facebook first floated itself on the stock market; but what has the tale been for the social giant since then?

Mark Zuckerberg’s less-than-official attire of hoodie and jeans when pitching Facebook to Wall Street investors got the backs up of the banking fraternity, yet the Palo Alto firm was subsequently valued at $104bn (£66bn), at approximately $38 (£24) a share.

There was certainly worry in terms of what this meant for the social site. With an ethos proudly...

By James Bourne, 20 May 2013, 0 comments. Categories: Social Media Marketing.

WordPress increases dominance as CMS of choice

A new piece of research from Royal Pingdom has come back with a perhaps unsurprising conclusion; WordPress is the most popular blogging platform – but more interestingly, its dominance is growing.

The researchers analysed the top 100 blogs from Technorati and assessed which platform was on which – and it transpires that over half (52%) were on WordPress, a...

By James Bourne, 09 May 2013, 0 comments. Categories: Commerce, Content Marketing.

Which is the best e-commerce platform for you? [infographic]

A new graphic from business management software provider Brightpearl has offered opinion as to the best e-commerce solution your company should choose, based on a wide variety of options.

Many businesses need an online store in order to maximise revenue and increase marketing push, and being in the market for an e-commerce platform isn’t as easy as it sounds.

Each main vendor has different strengths, and would perform differently dependent on which development stage your organisation...

By James Bourne, 02 May 2013, 0 comments. Categories: E-Commerce.

More and more SMEs moving away from offline marketing

The vast majority of small businesses continue to move away from traditional marketing, according to a new report from pbSmart Essentials in conjunction with Pitney Bowes.

Just under half (48%) of SMEs surveyed admitted that offline marketing contributed for less than 10% of their overall marketing activities, with 22% of respondents adding that they didn’t market down traditional channels at all.

The survey, which interviewed more than 500 small businesses between January and February this year,...

By James Bourne, 24 April 2013, 0 comments.

How do consumers use and perceive hashtags?

RadiumOne’s latest research has revealed interesting statistics regarding customer perception and usage of hashtags.

Every marketer has to have hashtags drummed into their day-to-day routine, and their correct usage – making sure you neither overuse nor underuse them – is a key factor in making sure as many eyeballs as possible see campaigns. But what do consumers really think?

In the main, they see hashtags as a force for good rather than evil. Of the near 500 users surveyed, 43% see...

By James Bourne, 10 April 2013, 0 comments. Categories: Social Media Marketing.

How Twitter is changing the face of brand advertising #SMWF

It’s difficult to underestimate Twitter’s importance in transforming the social space. But how is Twitter maturing, and how else is the micro blogger’s influence being seen?

Speaking at Social Media World Forum Bruce Daisley, Twitter UK sales director, explained that TV and advertising also benefits.

Given that the half-life of a tweet is between six and seven minutes, the key emphasis is on real-time changes, and as a result, it’s forcing brands to change...

By James Bourne, 19 March 2013, 0 comments. Categories: Advertising, Campaigns, Social Media Marketing.

Adobe: Improving social strategy and marrying context with content #SMWF

Jeremy Waite, head of social consulting at Adobe EMEA, speaks to MarketingTech at Social Media World Forum about the tech giant’s social strategy, and the trends in social

Adobe continues to ramp up its position in the social sphere with Adobe Social. Launched last year, the tool is claimed as being unique, according to Waite, because of being able to overlay digital traffic on top of social traffic.

“At the moment, Adobe’s the only company in the world that can do that,”...

By James Bourne, 18 March 2013, 0 comments. Categories: Social Media Marketing.

Learn from email marketing for social media engagement #SMWF

If there’s one lesson to be learned from this year’s Social Media World Forum, it’s that engagement is the Holy Grail.

But the story’s not quite as simple as that, as a packed conference room discovered during a panel session featuring representatives from the BBC, EngageSciences, UNICEF and American Express.

“Likes don’t buy you love – that’s a reality,” commented Carl Barkey, head of social media and customer engagement...

By James Bourne, 18 March 2013, 0 comments. Categories: Email marketing, Social Media Marketing.

Embracing the social community #SMWF

MarketingTech spoke to representatives from Lithium Technologies, Sony and Nissan on the importance of community in the social sphere as Social Media World Forum kicks off

As brands start to integrate social more, they get a core base of followers and product advocates. But what should companies do to keep communities ticking over, making new fans?

Prelini Udayan-Chiechi, EMEA marketing director at Lithium Technologies, sees this challenge as the ‘social journey’, and asks various questions of the...

By James Bourne, 18 March 2013, 0 comments. Categories: Publishing, Social Media Marketing.

Affiliate and performance marketing: Differences and the trends driving them

MarketingTech speaks to Stephen Kerin, UK managing director at affiliate marketer Webgains, on the differences between affiliate and performance marketing and the trends underpinning them

What’s in a name? When considering the fundamental differences between affiliate marketing and performance marketing, the answer is certainly of interest.

In reality, affiliate marketing is a type of performance marketing, with advertisers rewarding affiliates for activity relating to the affiliate’s marketing...

By James Bourne, 21 February 2013, 0 comments.